Vitek VTC-3516 Spécifications télécharger pdf (Page 69)

Design and Applied Technology (Secondary 4-6)

A marketing strategy is only a starting point. Upon the completion of a strategy development,

the company have to fix its tactics (marketing mix), which are tools for achieving the strategic

goals.

(a) PRODUCT

(i) Physical features of the product, or the characteristics of the service provided; and

(ii) Selling points of the product or service, such as product outlook

(b) PLACE

(i) Where the target customers are, and how to obtain them; and

(ii) Distribution channels, such as retail outlets in different districts and the Internet

Telling the customer about the product:

(i) Mass Selling Advertising – cost concern;

(ii) Publicity – may be free of charge, by word of mouth for example, depending on

the product’s popularity;

(iii) Sales Promotion – setting up booth at retail outlets or roadshow, enabling target

customers to try the product through, for example, contests, discount coupons and

free samples; and

(iv) Personal Selling – direct contact, person to person

(d) PRICE

(i) Sell at a higher price for short-term, large profits?

(ii) Sell at a lower price to penetrate the market for long-term survival?

(e) PACKAGING

(i) Present the product in an eye-catching way for short-term stunning effects?

(ii) Package the product for long-term competition?

3.2.3 Stage 1 - Diagnosis - Build an ovary to generate a new product

(a) Market Research – Research on, for example, the market size, leading brands’ products

and selling points/ marketing strategies, and customer feedbacks towards certain

products;

(b) Market Visual Mapping – Transform market research verbal data to visual materials,

such as charts and tables, for better understanding and communication;

from the market research;

(d) Technology and Social Trend Analysis – Analyse how new technologies or materials

can improve an existing product, or how new social trend offer new product

opportunities:, the periodical return of Yo-Yo, Spin-top, Rubik’s Cube may stimulate

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Vitek VTC-3516 Spécifications Page 69